When does paid marketing such as social ads make sense?

When does paid marketing such as social ads make sense?

Paid marketing should generally be scaled up once the offering has already generated initial investments and organic momentum.

Within the 3-stage activation strategy, this means activating your Inner Circle first, followed by your company network. Paid channels such as social ads are then used to expand communication to a wider audience.

This typically takes place around two to three weeks after the campaign launches. However, the specific timing is determined jointly based on the actual development of the campaign.
Info
Existing investments and visible campaign activity create social proof. This means that new prospects reached through paid campaigns encounter an offering that already demonstrates initial momentum.

Which budget is used for paid marketing?

The budget used for paid marketing forms part of your planned advertising budget of at least 2% of the target financing amount.

The specific allocation and deployment of the budget are planned jointly with CONDA Capital.

Which requirements should be met before paid marketing starts?

For paid marketing to be deployed effectively, the following foundations should be in place:
  1. a well-founded target audience analysis
  2. clearly defined conversion objectives
  3. initial investments and sufficient social proof
  4. an agreed budget and clear campaign plan
Idea
Paid marketing should amplify and scale the momentum already generated by the offering rather than having to create that momentum from scratch.